Research On The Application Of Song Dynasty Fragrance Culture In The Brand Image Design Of "Jingyun" Perfume

As an important carrier of olfactory economy,perfume has been rapidly rising in recent years with the improvement of Chinese people’s olfactory aesthetic and cultural confidence,providing an application carrier for inheriting local fragrance culture.In the process of rapid development,modern people are driven by the pressure of survival to accelerate their pace of life,which is manifested as physical tension and mental hollowness,unable to stop and think about the essence of life and explore the inward spirit,and they pay more and more attention to the attitude to life and spiritual nourishment brought by brand culture.As an ancient and brand-new proposition,the innovative interpretation of Song Dynasty incense culture is in line with the consumption structure and consumption needs of the current national perfume consumer groups.Therefore,through the perfume brand to refine the cultural elements of the Song Dynasty,shape the image of the perfume brand,enhance the cultural value of perfume products,and add vitality to the Chinese perfume brand.Based on the perspective of Song Dynasty incense culture,firstly,the background and connotation of the prosperity of Song Dynasty incense culture,as well as the brand image design concept and the constituent elements of perfume brand image design are interpreted.Secondly,this thesis studies the relevant cases of the application of perfume brand image design in Arab countries and China’s local fragrance culture,analyzes how they explore and refine the elements of local fragrance culture and present them in the perfume brand image with unique characteristics of their own fragrance culture,draws on successful design experience,and summarizes the design methods of integrating Chinese fragrance culture into perfume brand image.Then,this thesis explores the design strategy of Song Dynasty fragrance culture in perfume brand image,explores the spiritual cultivation and life paradigm of Song Dynasty fragrance culture under the mapping of Song Dynasty fragrance culture,explores the core value and design concept of the brand,further explores the inevitable relationship between Song Dynasty fragrance culture and perfume brand image design,deeply explores the visual elements in Song Dynasty fragrance culture and the philosophical thoughts and aesthetic concepts of the Song people under the environment of fragrance events,and explores its visual expression in perfume brand image design.Finally,through market research,the audience group,market positioning and brand image design positioning of perfume brands are analyzed,and the visual elements of Song Dynasty fragrance culture in perfume brand image design are analyzed,and then the "Jingyun" perfume brand concept and name based on Song Dynasty fragrance culture are determined,and design practices are carried out to provide new ideas for Chinese perfume brand image design.Through the visual presentation of symbolic graphics,colors,packaging and other aspects of the "Jingyun" perfume brand,a complete brand image is created,thereby promoting the spread of Song Dynasty fragrance culture in today’s society.Through olfactory art,Song Xiang’s life paradigm is transmitted,so that it can be connected with the lifestyle of modern people,enhance the life style of Chinese people,and nourish the inner spirit of Chinese people.All in all,the author hopes to create a perfume brand image design work that not only caters to the needs of modern people for fragrance,but also has the charm of Song Xiang culture under the background of the olfactory economy.